Hugo Boss unveils its first branded beach concept in Berlin, signaling a bold summer push for the label. The initiative, showcased across the brand’s social platforms, blends fashion excitement with experiential retail, inviting guests to engage with Boss in a playful, sun-soaked setting.
To accompany the rollout, Boss introduces Boss Bottled Pacific, a new fragrance crafted for the season. As part of the product launch, the brand created a temporary beach-themed boutique in Berlin. A mechanical surfboard playfully awaits riders in a window display, and an indoor setup replicates sunlit shorelines with a towering wave and loungers shaded by umbrellas. Plans are already underway for a second experiential site in Paris at Les Halles, expanding the concept beyond Germany.
Beach pop-ups are a standout tactic in contemporary brand storytelling this year. In a similar move, the French label Jacquemus opened its own seaside outpost in Saint-Tropez earlier in June. The space features the label’s signature yellow striped sun loungers and umbrellas, complemented by decorative surfboards. Inside, visitors can explore the latest clothing and accessory lines from Jacquemus, reinforcing the seasonal narrative through immersive design.
Public interest highlighted the moment when Letizia, formerly Queen of Spain, appeared in a sleek black Hugo Boss dress, underscoring the label’s enduring association with refined, event-ready style.